“…Subsistence entrepreneurs can be viewed as either solely owned businesses or with a maximum of five employees, and those who operate primarily to service subsistence consumers (Azmat and Samaratunge, 2009; Viswanathan et al ., 2014). In recent times, several reports show that a number of subsistence entrepreneurs in developing countries have engaged in business malpractices which can pose serious threats to the wellbeing of their subsistence consumers as they are more vulnerable than their affluent counterparts (Munasinghe et al ., 2014; Solaiman and Ali, 2014; Shuchi, 2017; Kabir et al ., 2018). Such practices may include overpricing, providing misleading information, and selling underweight, contaminated foodstuffs and other essential commodities adulterated with toxins and pesticides (Azmat and Ha, 2013; Mir, 2013; Solaiman and Ali, 2014; Sobhani, 2016).…”